Shoppers buy Irish if price is right

Buying Irish is important for consumers, but price is still the main priority.

A survey of retailers by Checkout magazine and forthcoming Irish trade show, Food & Hospitality, revealed 83% would choose price over provenance.

The perception that Irish brands are more expensive than their international counterparts is shared by retailers, with 73% of respondents agreeing with the statement ‘Irish brands cost more than international brands’.

The findings found that the category in which retailers feel buying Irish is of most benefit is in that of meat products.

Surveyed six months after the horsemeat crisis, 82% of retailers said that buying local is ‘most important’ in the Fresh Meat category.

Steve Wynne Jones, editor of Checkout magazine, said: “Price is certainly a major factor in consumers’ purchasing decisions. However, retailers are clearly seeing the benefit of stocking Irish produce. According to the survey, 70% of retailers are planning to increase the number of Irish products that are stocked in their stores.

“For Irish brands, the challenge is to find a ‘balance’ and offer quality products at competitive prices. Price is still king, but retailers and consumers recognise the contribution of Irish brands and produce to our economy. It seems that if the price is right, the majority of consumers will choose to buy Irish.”

Food & Hospitality Ireland takes place on Sept 18-19 at the Industries Hall in the RDS, Dublin. Features at the event will include live demonstrations from award-winning chefs, and speakers, including Bord Bia’s Paula Donoghue, publisher Norah Casey, Retail Ireland’s Frank Gleeson and Charlie Sheil, general manager of The Marker.